Changing a business' name is no small -- or quick -- process. A small business might need to spend three months coming up with a new name, but the process can take 12 to 18 months. The Small Business Administration notes that you'll need to change marketing materials, bank accounts, websites and email addresses. Changing the name of a small business involves a host of legal, logistical and cost issues.

Check trademarks, advises the SBA. Use the U.S. Patent and Trademark Office online trademark search tool to see if the name, or any variations of it, are trademarked. A trademark gives its owner the exclusive right to use the name or logo. The owner of the trademark can sue for damages for any trademark infringement and obtain an injunction to stop any unauthorized use. If the trademark is available, file an application online with the U.S. Patent and Trademark Office. Check the availability of domain names using the WHOIS database, and if the name you want is available, claim it immediately.

Notify the appropriate secretary of state's office of your business name change, advises the SBA. Doing so may involve a small fee, but during the process, you'll also find out if your new business name is already being used by another firm in your state. File a new Doing Business As name and check with your state, county and/or city to determine if any new permits are needed. This also usually involves a fee.

Notify the Internal Revenue Service of your business' name change. The specific process for doing this depends on the type of small business. For a sole proprietorship, write to the IRS at the address where you filed your return, informing the agency of the name change. The IRS notes that the business owner or an authorized representative must sign the notification. A partnership should use Form 1065 and mark the appropriate name change box on the form on page 1, line G, box 3. If you've already filed the return, write to the IRS at the address where you filed the return, and have a partner in the business sign the notification. Also, inform the appropriate state tax agency of the name change. Check with the agency for specific rules and procedures.

Obtain a new employer identification number -- or EIN. The IRS says that you don't generally need a new EIN for a name change, but you will need one if the name change also involves changing the structure of the business. If you are a sole proprietorship, you will need to obtain a new EIN if you are the subject of a bankruptcy proceeding, you incorporate, you take in partners and operate as a partnership, or you purchase or inherit an existing business that you operate as a sole proprietorship, the IRS states. If you are a partnership, you will need a new EIN if you incorporate, your partnership is taken over by one of the partners and is operated as a sole proprietorship or you end an old partnership and begin a new one.

Change your logo, business signage, email address, letterhead, stationery, business cards, marketing materials, website and even employee uniforms to reflect the new name. To help direct customers find you through your new business name, consider operating two websites for a few months, and set up your old site to direct customers to you new website. The total cost for all of these changes can vary greatly, depending on your specific situation. Changing business cards and letterhead may not be that expensive, but having to change extensive signage for an entire business front can come with a hefty price tag.

Inform customers of your new business name. Use social-networking sites to promote the new name of your business. If you have a customer email list, send a brief email announcing the new name and explaining the reason for it. If you have a mailing list, send out an announcement explaining your new name. If your client/customer list is short enough, call all of your customers to announce your new name. Track the response through customer surveys either via email, telephone or through a flier you send by mail. If customers are slow to adjust to the new name, adjust your marketing to better explain the reason for the change, such as a merger, change in the partnership or a new direction the company is taking, suggests Marketing Sherpa.